Vol. 60 No. 3 (2026)

Papers

• The hidden carbon footprint of short videos created by generative artificial intelligence: examining the sustainability paradox in social media marketing

  Krisztina Finta, Dorottya Edina Kozma

  4-18

  • PDF (Magyar)

• Visual Homophily and Source Credibility in eWOM Communication: The Role of Face Shape in Hedonic Product Evaluations

  Botond Dudás-Kovács, Ádám Putz

  19-31

  • PDF (Magyar)

• "I Know Who Grows It” – Local Food Consumption, Trust and Barriers

  Dóra Ládi, Noémi Hajdú

  32-42

  • PDF (Magyar)

• Patterns of Sustainability Awareness in Higher Education: Stakeholder- Based Segmentation at the University of Pécs

  Petra Putzer, Beatrix Steiner, Vivien Csapi

  43-54

  • PDF (Magyar)

• Generative Artificial Intelligence in Higher Education: Examining Students’ Perceived Learning Benefits in Relation to National Development

  Szilvia Módosné Szalai , Szonja Jenei, Andrea Bencsik

  55-71

  • PDF (Magyar)

• The Invisible Mentor: Generation Z’s Hidden Use of Gen Ai in Learning Processes

  Gábor Róbert Sterczl

  72-86

  • PDF (Magyar)

• The Role of Risk Aversion and Scarcity Messages in Online Accommodation Booking Decisions under an Increasingly Stringent Regulatory Environment

  Tamás Bencsik, Noémi Hajdú

  87-98

  • PDF (Magyar)